How Estate Agents Can Hit £100K Commission by Mastering Monthly Planning and Mindset

If you’ve ever sat down and asked yourself, “How do I get my estate agency to £100,000 in commission?”—you’re in the right place. While the six-figure milestone might sound like a pipe dream, it’s actually far more achievable than you think. The key isn’t in trying to leap the whole distance at once—it’s in breaking your goal down into small, actionable steps that align with how your estate agency actually works. And no, you won’t need a spreadsheet to follow this plan.

Let’s keep this grounded and real. Hitting £100K in estate agency commission isn’t about complicated forecasting or endless strategy meetings. It’s about understanding your numbers, defining your targets clearly, and building systems that help you consistently meet those targets—month in, month out. So let’s start by working backwards.

On average, estate agents in the UK earn about 1.2% of the sale price in commission, excluding VAT. With an average property price hovering around £290,000, that means you’re typically pocketing around £3,500 per completion. So how many completions do you need to get to £100,000? Roughly 29 sales per year. That’s just over two properties a month.

Doesn’t sound so intimidating now, does it?

Let’s be even more conservative. Say you aim for three completions a month to build in some buffer. That gets you to £126,000 a year, comfortably beyond your £100K goal. But of course, not every property that goes under offer will complete, and not every instruction you win will sell. That’s why we work with ratios, not wishful thinking.

To hit three completions, you’ll likely need to sell four properties per month. And to sell four, you’ll probably need to bring eight new instructions to market monthly, assuming a healthy conversion rate. To get eight instructions, you need around 16 market appraisals in your diary every single month.

That’s it. That’s the real question you need to answer: “How do I book 16 market appraisals a month?” Not, “How do I make £100K?”—but how do you consistently fill your pipeline with valuation opportunities?

This is the mindset shift that changes everything.

What many estate agents get wrong is focusing too much on the end result—money, growth, domination—without drilling down into the consistent activity that fuels those outcomes. You don’t scale your agency by staring at a target on the wall. You scale it by building marketing campaigns that generate valuation leads, by following up with potential sellers, by being visible in your market, and by delivering such a compelling pitch that your conversion rates climb.

This leads us into a deeper question around identity within your business. Are you the boss, or the employee?

Most agents reflexively say “the boss,” and that’s understandable. Being the boss sounds aspirational. But here’s the truth: if you’re running your own estate agency—especially as a solo operator or small team—you are both the boss and the employee. And the balance between those two roles determines your success.

As the boss, you’re responsible for strategy, decisions, and planning. You’re the one who decides what the focus of the week should be—maybe launching a direct mail campaign, boosting your Google reviews, or revisiting your valuation follow-up scripts. But as the employee, you’ve also got to execute. You’re the one knocking on doors, posting letters, following up leads, attending appointments, chasing solicitors, and handling the grind.

And here’s where it gets interesting.

If you lean too hard into “boss mode,” your business might become a whiteboard of ideas that never see the light of day. You’ll sound great at networking events but struggle to actually get listings. On the flip side, if you’re stuck in “employee mode,” you’ll be busy every day—but probably firefighting, doing everything yourself, and never stepping back to look at your numbers or strategy. You’ll be working hard, but not necessarily growing.

You need both. Every morning, give yourself five minutes to sit in that boss chair. Ask: What’s the one thing I need to accomplish today to move the business forward? Then, switch hats. Be the employee. Take action. Follow the boss’s orders. It might sound quirky, but many high-performing agents swear by this routine. In fact, I still hold a “morning meeting” with myself each day. It’s where I decide what I’m focusing on, then hold myself accountable for doing it.

Because that’s how growth happens. It’s not about big leaps. It’s about consistent, repeatable actions—each day, each week, each month. And it all starts with getting those 16 market appraisals booked in every month.

That’s where marketing comes in. Whether it’s delivering killer direct mail, running high-converting Facebook ads, using Google Business Profile to dominate local search, or leveraging testimonials and case studies to build trust—your goal is to drive valuation opportunities. It’s not just about being “visible” anymore. You need to be relevant, trusted, and consistently front-of-mind when sellers are ready to make a move.

And remember—estate agents who consistently win more listings are usually those who follow a plan. They’ve figured out how to get more property listings not by being flashy, but by being disciplined. They know how to increase estate agency fees without losing clients, because their value proposition is crystal clear. They’re not just trying to “sell more houses”—they’re operating a business with targets, systems, and predictable results.

If you want to see what this looks like in practice, take a look at the case studies on The Estate Agent Consultancy website. You’ll find real-world examples of agents who’ve transformed their businesses just by shifting focus to the right metrics—valuations booked, instructions won, completions achieved. They didn’t have to be the cheapest, the loudest, or the longest-established. They just had to show up with a plan—and stick to it.

In summary, the path to £100,000 commission isn’t mysterious. It’s methodical. Know your numbers. Set your targets. Be the boss. Be the employee. And most importantly, focus on the only metric that really matters at the start of each month: how are you going to get those 16 market appraisals booked?

If you’re ready to build your own roadmap to consistent growth, now’s the time. Explore more expert guidance from Chris Webb at The Estate Agent Consultancy, including our free marketing templates, planning tools, and step-by-step guides that help estate agents win more listings, charge higher fees, and grow their market share with confidence.

This is how successful estate agents scale. Not with guesswork. With clarity, consistency, and a daily plan. Let’s get to work.

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